in this issue
Freshpet: Nourishing Pets, People, and the Planet
LISA DIEHL Lisa defines strategies and solutions that improve the experience of Freshpet’s Pet Parents. She has a keen focus on enhancement of operational effectiveness and very committed to a high octane, fun, and collaborative work environment that focuses on engaging and motivating her teams. Lisa has global responsibilities supporting all areas of Freshpet’s Consumer Care, which includes the US, Canada, the UK, and France. Within Freshpet, Lisa is also a member of Freshpet’s Crises Management Team. Lisa has over 35 years of experience in Consumer Affairs and has held a variety of managerial positions. Originally from Chicago, Lisa now resides in California, but commutes regularly to Freshpet’s offices in New Jersey and Pennsylvania. Lisa has also served on the Board of Directors for SOCAP, Intl for 10 years, 3 of those years as the Chairman of the Board. |
Nourishing Pets, People, and the Planet
In this issue’s Brand Spotlight, Execs In The Know sits down with Lisa Diehl, an experienced leader in Consumer Affairs who is dedicated to enhancing the experience of Freshpet’s Pet Parents. Her strategic approach emphasizes operational effectiveness, aiming to create a high-energy, fun, collaborative work environment that actively engages and motivates her teams.
With over 35 years in Consumer Affairs, Lisa has amassed a wealth of managerial experience. Her career includes numerous leadership roles, reflecting her deep commitment and expertise in the industry. She recently served as the Chairman of the Board for SOCAP, Intl. for three years. Lisa was also honored this year by RetailCustomerExperience.com and chosen as one of their 2024 Retail Customer Experience Top 30 CX Executives. At Freshpet, Lisa supports Consumer Care operations across North America and Europe. To date, Lisa has evolved her team and their approach to leverage new capabilities to meet tomorrow’s needs while enhancing the consumer experience.
This interview will explore Lisa’s remarkable career journey, the innovative strategies Freshpet employs to enhance customer experience, its consumer-centric approach, its dedication to its Pet Parents and their beloved pets, and its commitment to sustainability.
Execs In The Know (EITK): Can you share a little about your background and what led you to your current role at Freshpet?
Lisa Diehl: I began my amazing career in the travel industry in Chicago, Illinois, spending 14 years in various leadership roles within consumer care at a corporate travel management company. As technology advanced, I transitioned to the online sector, managing leisure and business travel at
Orbitz.com in Chicago, where I managed the customer relations area for almost 15 years.
After nearly three decades in the travel industry, I shifted to the consumer-packaged goods (CPG) sector, relocating to Sacramento, California, to lead Consumer Advocacy at Blue Diamond Growers (almonds) for nearly six years. Over two years ago, I joined Freshpet, drawn by its alignment with my passion for animals and commitment to consumer care. Now, I regularly commute between California and New Jersey, seamlessly merging my professional expertise with my personal interests.
EITK: What does your role as Director of Consumer Care at Freshpet entail on a day-to-day basis?
Lisa: Every day, I am dedicated to amplifying the voice of the consumer by bridging perspectives between our Pet Parents and Freshpet, ensuring their feedback resonates throughout our organization. I oversee an internal consumer care team and play a pivotal role in supporting the success of our external contact center partner, Callzilla.
The Callzilla Team, which is an extension of our consumer care team, excels in taking great care of our Pet Parents who reach out for assistance. Additionally, I manage our relationship with our consumer care technology partner, Emplifi, to optimize workflow and seamlessly integrate data across all consumer touch points. I also oversee the consumer care aspect of our relationship with our prestigious veterinarian partners, who provi
de exceptional care when a pet has a health issue in correlation with our food. My goal is to ensure that Freshpet effectively engages with our Pet Parents through their preferred communication channels.
EITK: Can you share a memorable story or feedback from a Freshpet customer that has stuck with you?
Lisa: Freshpet receives hundreds of testimonials from Pet Parents who share how our food has positively impacted their pets’ lives. Whether improving general health, alleviating allergies, managing weight, or satisfying picky eaters, our food makes a difference. One of my favorite stories is about a dog named Abby.
From Abby’s Pet Mom: “Abby was immobile, not eating or drinking, and had severe diarrhea at 14 1/2 years old. We knew this was the end for her and were working to make her comfortable for her last days with us. We were diligently trying to find something she would eat. We were carrying her upstairs so she could be next to us at night and back downstairs in the morning. Her hindquarters did not want to work, and with her not eating or drinking, she had no way to gain strength. Then, a friend recommended Freshpet. At this point, I was ready to try anything. We got a bag and fed a little to start. She LOVED it. So did our black lab, by the way. She began eating again and drinking water. That was a month ago. Last night, we were up a little late, and Abby wanted to go to bed. Usually, we have been carrying her upstairs since this happened to her. She went to the stairs, looked at my husband, and then looked at the stairs. He told her in just a minute and before we knew it, we could hear the clink of her toenails slowly working her way up the stairs. I attribute this to the health benefits of the food you have made. Thank you for giving us more time with our precious Abby.”
EITK: What sets Freshpet apart from other pet food brands on the market?
Lisa: At Freshpet, we believe all dogs and cats deserve the best. We’ve created a totally different approach to feeding our four-legged family members. It’s quite simple: we use wholesome, healthy ingredients, gently cooked without preservatives to lock in nutrients and keep the delicious recipes fresh in the fridge. Every wholesome recipe starts with high-quality proteins and farm-fresh fruits and vegetables. Our healthy meals are steam-cooked to lock in vital nutrients, all done according to the highest quality and food safety standards under the oversight of our veterinary nutritionists.
EITK: How does Freshpet handle consumer feedback and complaints to ensure continuous product and service improvement?
Lisa: We manage consumer feedback and complaints through a structured and responsive approach to ensure continuous improvement in both products and services. Freshpet has a dedicated team of consumer care representatives who are skilled in handling feedback and complaints efficiently and empathetically. Our consumer care team serves as the frontline for consumer interactions, ensuring that all concerns are promptly heard and addressed. We have recently expanded our feedback channels to include phone, email, live agent chat, SMS, social media, ratings and review sites, and our own website. Meeting our Pet Parents in the channel of their choice is very important to us. This multi-channel approach ensures accessibility and convenience for consumers, encouraging more feedback.
All feedback and complaints are systematically collected and recorded. We use a CRM system to organize and analyze this data, identifying common issues, trends, and areas for improvement. The effectiveness of our feedback and complaint-handling process is regularly monitored through performance metrics such as response times, resolution rates, and consumer satisfaction scores. These metrics help Freshpet continually refine its approach for significant or recurring issues. Freshpet conducts root-cause analyses to understand the underlying problems. This process helps develop effective solutions and preventive measures.
Consumer feedback and complaints are shared across relevant departments, including Quality, R&D, Regulatory, and Marketing. This collaborative approach ensures that insights from consumer interactions inform and enhance various aspects of the business. Feedback related to product quality is taken seriously, with products undergoing rigorous testing to ensure they meet the highest quality and food safety standards. Any necessary adjustments are made promptly to maintain product integrity.
Freshpet is committed to continuous improvement through regular review meetings and improvement programs. These comprehensive strategies ensure that consumer feedback and complaints drive continuous improvement, enhancing our products and services.
EITK: How does the brand leverage technology to enhance consumer interactions and personalize CX to cater to individual Pet Parents’ unique needs and preferences?
Lisa: Freshpet leverages technology in various ways to enhance consumer interactions and personalize CX to cater to the unique needs and preferences of our Pet Parents. In consumer care, we use a sophisticated CRM system to track and analyze consumer interactions. Our CRM serves as the central hub for collecting and storing consumer data, supported by various tools like a Knowledge Database, our Social Community Tool, Bots, and Live Agent Chat. We have also implemented an AI-powered virtual assistant, Scout, on our website. Scout fetches and retrieves answers to consumer questions from our knowledge database, handling easier FAQs and freeing our representatives to address more complex issues.
Freshpet utilizes technology to gather and analyze consumer feedback through various digital platforms. This real-time feedback loop helps us quickly identify and address consumer issues, leading to more responsive and personalized service. Our consumer care team interacts with consumers in real-time through active social media engagement. Social media analytics tools help us better understand consumer sentiments, enabling more personalized and meaningful interactions.
Freshpet also offers a subscription service, Custom Meals, tailored to the needs of individual pets. We design a complete and balanced custom meal plan based on a dog’s weight, gender, physical condition, and activity level. We recommend recipes that fit the dog’s preferences, provide feeding guidelines specific to the dog for optimal nutrition, and deliver the food on a schedule that best fits the Pet Parent. By integrating these technological advancements, Freshpet can provide a highly personalized and engaging consumer experience, meeting the unique needs of each Pet Parent.
EITK: Many consumers and CX leaders are becoming increasingly concerned about sustainability. How does Freshpet address environmental and ethical considerations in its production and distribution processes? Tell us about the brand’s sustainability initiatives.
Lisa: Environmental sustainability is a core part of Freshpet’s mission to nourish Pets, People, and Planet. Responsible business practices are critical to attracting top talent, taking care of our communities, and increasing our bottom line. Our research shows that 80 percent of dog parents believe it’s important that their dog food be made humanely or sustainably. Concerned consumers call all the time wanting to know more about Freshpet’s sustainability efforts, and we are proud to share with them things like:
All manufacturing kitchens operate landfill-free, and we were the first major pet food company to make this commitment. This program avoids over 10,000 metric tons of carbon emissions each year.
We use wind energy for the electricity purchased in our manufacturing kitchens as well as our retail refrigerators. By purchasing renewable energy, we help avoid the emissions equivalent to taking 16,835 cars off the road for a year.
Purchases of over 40 million pounds of antibiotic-free poultry prevented the release of approximately 5,900 pounds of antibiotics into the environment.
Our partnership with rePurpose will remove an estimated 4.5 million pounds of ocean-bound plastic from the environment over the next three years, helping keep our planet’s ocean cleaner.
EITK: As someone who works closely with Pet Parents, what do you find most rewarding about your job?
Lisa: Each day, I have the privilege of working closely with passionate individuals who share my values and commitment to the health and well-being of animals. Freshpet’s dedication to our core values and mission — nourishing Pets, People and Planet — makes my job incredibly rewarding. Collaborating with my front-line teams, we strive to positively impact pets and their parents by addressing their concerns.
It’s gratifying to see a pet thrive because of our guidance and support and to hear hundreds of heartfelt stories from grateful Pet Parents about the difference Freshpet has made in their pets’ lives. Knowing that the food we create enhances pet health, happiness, and well-being, strengthening the bond between them and their owners, makes every effort truly worthwhile.
EITK: Do you have any pets yourself and, if so, do they get to enjoy Freshpet products?
Lisa: Oh, yes! I am the proud Pet Parent of three lovely dogs. Holly is a nine-year-old Corgi/Spaniel mix, Whiskey Cider is a five-year-old Irish Setter, and Bruno is a three-year-old English Cream Golden Retriever. They all have such unique personalities, and they get along famously. They eat Freshpet daily, and I have seen remarkable benefits. Holly is a rescue and used to have sensitive stomach issues and dry skin with rashes. Since switching to Freshpet, these symptoms have disappeared, and she has shinier skin and coat. She was also overweight, but has now reached her ideal weight with the help of Freshpet food. All my dogs are healthy and are simply tail-wagging happy!
EITK: Where do you see Freshpet heading in the next five years, especially in terms of consumer care and product development?
Lisa: Within consumer care, Freshpet will continue to maintain a strong focus on enhancing consumer support by adopting a proactive approach to anticipate and address issues before they arise. This will involve leveraging predictive analytics to identify potential concerns based on consumer behavior and feedback trends.
Additionally, we plan to expand our digital engagement by integrating advanced digital tools, such as enhanced virtual assistants and AI-driven chatbots, to improve responsiveness and interaction.
Finally, we are committed to building on our omnichannel support to ensure a seamless consumer experience across all consumer touch points, making it easy for our Pet Parents to get the help they need, regardless of how they choose to interact with Freshpet.
Photo credit: © Rachel Vanni
Execs In The Know partners with brands that are providing outstanding customer service (CX) experiences. The Brand Spotlight Series showcases innovations and solutions to CX challenges faced by today’s leading brands.
Thank you to Lisa Diehl and the Freshpet team for contributing to the Execs In The Know Brand Spotlight.
Interested in taking part in a future Brand Spotlight feature and sharing your story? Contact us at [email protected].